April 23, 2018 / C H Thompson

Cultural Effects Model

Though neo-Marxists do not view the audience as passive recipients of media messages they do, like Marxists, recognise the power of media owners in ideologically contaminating media content
The cultural effects model is used by neo-Marxists to explain how ruling-class ideas work their way in people’s consciences over time
Neo-Marxists argue, Marxists’ understanding of media effects. In other words the hypodermic syringe model is too simplistic
instead of ruling-class ideology influencing the proletariat straight away, neo-Marxists’ argue media effects occur over time through a slow drip, drip, drip effect of ideas, for example how claiming welfare is increasingly seen as a bad thing
this drip, drip, drip effect helps explain how moral panics are established, leading to Stanley Cohen’s deviancy amplification spiral
This gradual drip feeding of certain views helps established hegemonic views (where an ideology dominates to the extent counter ideas are seen as odd) over important issues.
As a consequence hegemony helps establish common-sense views
The work of the Glasgow Media Group (GMG) helped to explain how hegemony is achieved

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